초록 열기/닫기 버튼
Recently posting and sharing their lifestyle own travel experiences on SNS(SNS:Social Network Service) is getting more and more favored by people. Accordingly, the purpose of this study is to investigate the relationships between eWOM about guesthouses which are posted on SNS and tourists’ behavioral intention in the future. The main findings are as follows. First, the information vividness and community tie strength have significant effects on brand attitude and brand image of guesthouses. Second, the interaction, community characteristics, was found to have a significant on guesthouses’ brand attitude. Third, brand attitude and Brand image have significant influences on tourist’ visit intention and re-WOM intention in guesthouses. From these analysis results, eWOM will not only improve the brand of guesthouses but also play a crucial role when tourists choose guesthouses.
